Wednesday, July 8, 2015

Remove labels this Ramadan | شوف الناس بقلبك في رمضان

Score one for Coca-Cola!! In this powerful Ramadan-themed ad campaign, Coca-Cola Middle East encourages people not to judge each other by actually removing the labels from its cans...

A group of strangers are invited to bond with each other over dinner, but in the dark. They're filmed (with infrared cameras) discussing their lives, hobbies and interests, and when the lights goes on, they express their surprise at the people they were talking to. The group includes a heavily tattooed guy, a man in traditional Arab dress and a wheelchair user. At the end of the film, the group are invited to reach under the table to pull out of a box of limited edition Coke cans, from which the labels have been removed and the caption "Labels are for cans, not for people" has been printed. - creativity-online

Fast Fact: Ramadan is the ninth month in the Islamic calendar or the Hijri calendar where observant Muslims do not eat or drink during daylight hours, for a month. This is because fasting is one of the five pillars of Islam. The other acts of worship are the shahadah, which is the declaration of faith; salat, the five daily prayers; zakat, or almsgiving; and the hajj, the pilgrimage to Mecca.

Ramadan Info source: theguardian

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